Our Story
High-performance makeup to empower your inner artist.
Founded by singer and self-taught makeup artist Halsey, about-face was born from — and made for — a diverse, boundary-breaking community of creatives.
We make high-performance makeup with integrity and intention, designed to meet you at every stage of life and self-expression.
We are built on the truth that no one is just one thing. People are complex, layered, messy, and beautiful because of it. Self-expression is how we honor that complexity — every vibrant, chaotic, tender, and bold side of who we are.
We believe in delivering state-of-the-art products at an affordable price — giving you stage-ready skin without breaking the bank.
about-face is all for transparency + self-expression. We create makeup for all life stages with clean, vegan products that endure wherever the day (or night) takes you.
Our values
BRAND PILLARS
MADE FOR ARTISTS — MADE FOR YOU
As a self-taught makeup artist, Halsey created about-face to empower anyone — at any age or skill level — with the tools to explore, express + own their individuality.
HIGH-PERFORMANCE MAKEUP
Inspired by our diverse and artistic community, our cutting-edge formulas are built to endure heat, sweat, long days and even longer nights.
VEGAN, CLEAN + CRUELTY-FREE
All of our products are vegan, cleanly-formulated, and mindfully made without potentially harmful ingredients.
